How to Optimise Your Google My Business Profile

If you run a local business, your Google My Business (GMB) profile—now known as Google Business Profile—is one of the most powerful tools you have. It helps your business appear in local search results and on Google Maps, making it easier for potential customers to find and contact you.

But simply creating a profile isn’t enough. To really stand out and attract more customers, you need to optimise it.

In this guide, we’ll walk through practical steps to fully optimise your Google Business Profile for better visibility, credibility, and engagement.

1. Claim and Verify Your Profile

If you haven’t already, start by claiming and verifying your business profile on Google. Go to google.com/business and follow the steps to find or create your listing.

Once you claim your business, Google will usually send a postcard with a verification code to your address. This verification is essential—it gives you control over your listing and builds trust with Google and customers.

2. Use the Correct Business Name

Your business name should match your real-world branding—no extra keywords, taglines, or promotional language.

For example:

• ✅ Correct: “Luxe Hair Studio”
• ❌ Avoid: “Luxe Hair Studio – Best Haircuts in London”

Adding extra keywords can lead to suspension, and it looks unprofessional.

3. Choose the Most Accurate Categories

Choosing the right primary and secondary business categories helps Google understand what you do and show your listing in the right searches.

Start with your primary service (e.g., “Plumber” or “Digital Marketing Agency”), then add relevant secondary categories like “Emergency Plumbing Service” or “SEO Services.”

Don’t overdo it—only select categories that truly apply to your business.

4. Add a Detailed Business Description

Your business description should clearly explain who you are, what you offer, and what makes you unique. Use this space to include relevant keywords naturally, but don’t stuff them.

Keep it informative and user-friendly:

• Highlight your experience
• Mention key services
• Include any awards or recognitions
• Emphasize your unique value or local expertise

Example:
“We are a family-owned HVAC company serving the Austin area for over 15 years, offering reliable heating, cooling, and air quality solutions for both residential and commercial properties.”

5. Keep Your Contact Information Consistent

Make sure your business name, address, and phone number (NAP) are consistent across all online directories and your website. This helps improve your local SEO and avoids confusing search engines or potential customers.

Also:

• Use a local phone number, not a call center or toll-free number
• Double-check your location on Google Maps is accurate

6. Set Business Hours (and Update Them)

Clearly list your regular business hours and make sure to update them for holidays, special events, or seasonal changes.

Google often displays “Updated by business” or “Confirmed by recent users,” so keeping this up to date builds trust and helps customers know when you’re open.

7. Upload High-Quality Photos and Videos

Visual content plays a big role in how users engage with your profile.

Upload:

• Exterior and interior shots of your business
• Product photos
• Team photos
• Before-and-after shots (if relevant)
• Videos showing your services, work environment, or behind-the-scenes content

High-quality visuals make your profile more attractive and trustworthy.

8. Collect and Respond to Reviews

Online reviews are critical to your local reputation and rankings. Encourage happy customers to leave honest reviews on your Google profile.

Best practices:

• Ask for reviews shortly after a positive experience
• Include a direct link to your review page
• Respond to all reviews—thank customers for positive feedback and professionally address negative comments

Active engagement shows potential customers that you care and helps improve local SEO.

9. Use Google Posts Regularly

Google Posts let you share updates, offers, events, and news directly on your profile. These appear in your knowledge panel and give users fresh content about your business.

You can use posts to:

• Promote seasonal offers or discounts
• Highlight new services or products
• Announce upcoming events or workshops
• Share tips or blog content

Keep posts short, include a call-to-action (CTA), and use eye-catching images.

10. Add Services or Products

If applicable, list your services or products in the designated section. This gives potential customers a clearer picture of what you offer, right from the search results.

Include:

• Names
• Descriptions
• Prices (if possible)
• Photos or icons

This feature is especially useful for restaurants, retailers, salons, and service-based businesses.

11. Enable Messaging

Google allows businesses to receive messages directly through their profile, giving users a fast, convenient way to reach out.

Make sure someone on your team can respond quickly, and set expectations for reply times. Prompt responses can improve customer satisfaction and lead to more conversions.

12. Monitor Performance and Insights

Use the built-in Google Business Profile Insights to track how users are interacting with your profile.

You can see:

• How many people found you via search or maps
• What keywords they used
• Actions they took (calls, clicks, requests for directions)
• Popular times people visit your location

These insights help you fine-tune your profile and better understand your audience.

Final Thoughts

Optimising your Google Business Profile is one of the most effective and affordable ways to improve local visibility, drive traffic, and build trust with potential customers.

Whether you’re a local shop, service provider, or multi-location brand, taking the time to polish your profile can lead to real results.

Start by reviewing each section of your listing, adding missing details, and regularly updating your information and content. Small improvements can make a big impact over time.

Need help improving your local SEO or Google Business Profile? Reach out for a personalized strategy that gets you noticed in your area.